doc-alert

Anne LandmanPosting Date: Saturday, July 23, 2005
VF Project Field Marketing Research. Preliminary Data.
Company/Source collection:   R.J. Reynolds
Document Date: 19 Jun 1989
Length: 6 pages
Bates No. 507176802/6807
URL of this Posting: http://tobaccodocuments.org/landman/507176802-6807.html
Document Images Only: http://legacy.library.ucsf.edu/tid/uen54d00

    This R.J. Reynolds document describes plans for targeting young,
lower-class, less educated females with new cigarette at that time referred to
as "Project VF."  The "target" was to be predominantly Caucasian women who were
"street-wise," had "definitely no college degree," and were "lower/middle to
lower class - blue collar" women employed in restaurants, retail jobs and mall
stores.
  Quotes 

  PROJECT VF FIELD MARKETING RESEARCH 


  Background 


  Project VF, a new cigarette program under development by RJR, will be directly
targeted at the female young adult smoker, 18 - 24, with a primary emphasis on
18 - 20 year olds. Other key discriminating characteristics include:
predominantly Caucasian no college experience - definitely no college degree
possible technical training employment directly after high school lower/middle
to lower class - blue collar employed in blue collar type jobs (discount
retailers, restaurants, mall stores, etc.) strong family background and ties
independent - "street wise"

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  Company 
  R.J. Reynolds 
  Author 
  Promotional Marketing, Inc. 
  Recipient 
  RJR 

  Region 
  United States 
  Named Person 
  RJR 
  Promotional Marketing 
  Type 
  REPORT 
  Operation/Project 
  Project VF (Targeted young, uneducated, low-income women) 
  New cigarette brand targeted at young, low income, less educated females. 
  Subject 
  Target/Low-Income (Target Groups) 
  target market 
  Target/Women (Target Groups) 
  Target/Young Adults (Target Groups) 

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